We created public education films “so hot” they would sweep the internet. Our celebrity-packed viral video sizzled with tips on how to pick up a partner at a bar and take them home for great, safe sex.We also sponsored four special F**k de Luxe episodes of a popular online show, featuring celebrities discussing the best sex they ever had with a condom. We also invited the studio audience to join the frank and relaxed discussion.We created fun games and apps that actually helped their users woo potential sexual partners, including a “foreplay app” with sexy games for partners that also pointed to the nearest place to buy condoms.And when the weather got hot, we handed out a frisky package of F**k de Luxe condoms and lube at clubs, bars and concerts.Everything designed to help Swedes get laid more and get laid better.

F**k de Luxe had a small budget but all the impact of a viral phenomenon. In fact, Go Viral, our viral distribution partner, had their best results to date. Over 700,000 people saw our video online and 230,000 visited the F**k de Luxe website – 35% over goal. There were 8,000 downloads of our “foreplay app”, too.

The campaign reached a 57% awareness level - and of the people who saw it, six out of seven said they felt positively towards the message.

So no more talk of “safe sex”, please. It has a new brand name now: F**k de Luxe.